Slice of Summer
Slice of Summer
Slice of Summer
Slice of Summer
Slice of Summer

Slice of Summer

Kimberly-Clark, Neenah, Wisconsin, 2009

Description

Assignment: Scream summer!

Create differentiation through packaging of familiar facial-tissue cartons that will generate interest during the historically slower summer season. Graphic design, stylized photo-realistic illustration and carton structure come together to create an undeniably summery display for the Kleenex brand. The brand realized incremental sales, proving there is a return on investment to strategic design solutions.

Juror Notes

I was taken with the way these packages attempt to address the issue of seasonal fluctuations in tissue purchases.

I admire it when a market leader is not content to be lazy but instead tries something new. I do wonder how these are merchandised.

Collections: AIGA 365: 31 (2010)
Discipline: Package design
Format: Package

Credits

Design firm
Kimberly-Clark
Creative director
Christine Mau
Art director
Jennifer Brock
Illustrator
Hiroko Sanders
Client
Kleenex
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